Exhibitors Herald (Dec 1921 - Mar 1922)

48 EXHIBITORS HERALD January 14, 1922 policy it is easy to believe that "The Shiek" enjoyed the sort of patronage yoti mention for a week. Thanks for both contributions. If the endorsement of this department is. as you indicate, regarded by you as of consequence, accept a second one tendered herewith of your latest work. What is your opinion on the question now being agitated as to the value of presentation? IV. R. W. December 4, 1921. MARK AN X AT THE MEAD OF THE COLUMN IF YOU WISH TO ELECT THE ENTIRE TICKET Lon Chaney John Bowcfs Wesley Barry Teddy Sampson Noah Beery. Harriet Hammond. Dorothy Mackail... Anna May Wong. Edythe Chapman Jas. Bradbury. Jr. Frederick Burton ... Rockliffe Fellows.. James Neil Tammany Young Every one of these Star Playert are in Marshall Neilan s Photodramatic Innovation BITS OF LIFE AT THE LIBERTY Starting Sunday, December 4. THE THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir: "Bits of Life" was liked by the majority of our patrons. It did fair business ail week but was increasing daily. We put out five thousand post cards in addition to our regular advertising. See sample enclosed. FRANK L. BROWNE, Liberty theatre, Long Beach, Calif. DEAR MR. BROWNE: A great number of exhibitors who have looked over the cast of "Bits of Life" and sought a way to get full exploitation value out of that imposing list of names doubtless will be glad to see ybur special election card, even in the reduced reproduction made herewith. That way of getting the cast before the public is immensely superior to any that has been suggested to dale and ought to be adopted by many showmen. Possibly you noted another special election card in the previous utsuc. which you tnust have by this time? The idea is good and its economic aspect is especially important at this time. Have you any others of the same class? W. R. W. BEACON foe the Grcaleit SALE SPECIAL ELECTION «5» THE THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir: Here is a batch of stuff you might be interested in giving the once over. STANLEY CHAMBERS, Palace theatre, Wichita, Kans. DEAR MR. CHAMBERS: Why observe your ad copy rule, brevity is the soul of etc., in your communications? Is it habit? It's a very bad one from the viewpoint of readers zoho folloiv this department for advertising and exploitation news and suggestions. However — You're right about the once over, except that it was a twice or thrice over. And out of the whole "batch" your co-op page on "Over The Hill" stood out in bold relief. It is the first that has come to hand and should prove of extreme interest to showmen who contemplate use of the picture. That "Enchantment" upright with the hair line illustration was the distinctive artistic bit of the lot, and the "Two Minutes To Go" layouts had the most snap, but the "Over The Hill" page looks more like real money than am. Ilozv did the picture go? W. R. W. THE THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir: I am inclosing one of my latest circular ml I tilth «y r ,« atasp < • Wprndoui drnnn. 'K»U ■ I It faaturaa Unhlon Hafllltai aomcui hoorl appeal and Lk lelcay,* 'Onca to Ivory «oc»i ■ m aquaUd 'Half a Chanoa.' It oaaapo with U.a aurgo of IMW prlro rlr( , ■ a ,te.trelv Id a aanaatl >oal ahlpwraok an* oooder I da--.t laland. It Blrrero tha ooul of a awo'a o»n— .aro. ruffal.d bj tno la., laah.d 07 f.lo.. ahl p.rar«ad , .Itantl 1 and Lillian Rich, for a! tiling acanoo, no proiuc .,• *Tttf Spollare'or "Tha -KM Into a »holo ona, a, rOOO TOR THOUQKT a, b*Ua frlanda, atlll h-vo I Whan la a dog a ft I l»oa did jo. a aonaa rtvolul r r.lta a -lan'a Irtit .01a lhra» alonaa at you, aojld you H you hU "Mil • CMnci In Llfof ■-n 10' rlank h root* Tr.W plctura olll ra.f >"« Ullll«| 0*001 11 for at tha Royal salirdoy . Card lal Ij youro. «. H. fllophaon, Ugr letters that I got out in trying to put over "Half a Chance." If you think it worth while you may pass it along to help some other exhibitor. Business conditions are such in my community that it pushes me to have full houses, and I fell upon this plan in order that I might make good with the picture. Instead of sending this through the mails here locally I had boys deliver each letter addressed to each party, saving the chance of them being thrown into the waste basket. This brought people into my house that had not been in the house for six months, and I feel that it will do to use same again as several said to tell them again when I will have another good picture like this. Yours truly, R. H. STEPHENS, Royal theatre, Sheridan, Ark. DEAR MR. STEPHENS: When all is said that may be said for this or that type of exploitation, the conclusion is reached by any who have tried it that the personal communication is the most reliable means of advertising a picture which the management of a theatre really believes in. "Half A Chance" is that kind of a picture, according to scores of reports in "What the Picture Did for Me" and it's not queer that good business was experienced and that patrons requested future information of the same sort. Why not make it a house rule to use personal letters describing the best pictures? There probably is no better treatment for the kind of business you mention. W. R. W. THE THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir : Inclosed you will find samples of advertising used by the writer on the current attraction. Very truly yours, HAROLD F. WENDT, Rivoli theatre, Toledo, O. DEAR MR. WENDT: Of all the combination house advertising that has come to this desk none shows more properly consistent playing down of the vaudeville element of the program titan your own. If vaudeville must be used that is obviously the treatment it should be given, as the picture public is generally known to be infinitely greater than the vaudeville fvtrouage. W. R. W.